Client Industry: Earthmoving Machinery Spare Parts
Increase in organic
conversions
Imara Engineering Supplies specialises in high-quality spare parts for earthmoving machinery, offering components like engines, hydraulic pumps, undercarriages, and more. They cater to industries such as construction, civil engineering, and mining, delivering reliable, durable products to keep heavy machinery running smoothly.
Despite deep industry expertise and a strong product catalogue, their online presence wasn't translating into business growth.
The ChallengesJet Leads developed a targeted SEO strategy that addressed Imara's challenges from the foundation up — fixing structure before scaling visibility.
We performed a thorough technical audit and fixed issues like crawlability problems, slow page load speeds, broken links, and duplicate metadata. Getting search systems to reliably crawl and understand the site was the non-negotiable first step.
We identified niche product keywords — such as "excavator final drives" and "track rollers" — aligning them with Imara's business goals to ensure high conversion potential. Each keyword was mapped to the right page to eliminate cannibalisation and strengthen category signals.
Product pages were enhanced with detailed, SEO-optimised descriptions. We also added educational content to answer common user questions, boosting engagement and driving qualified traffic. Content was structured to communicate expertise and authority to both users and search systems.
To increase domain authority, we secured high-quality backlinks from relevant industry sources, following Google's best practices for sustainable link-building. Every link earned was relevant, contextual and positioned to strengthen Imara's authority in their specific niche.
Each stage was executed in sequence — structure first, then scale. No content was produced on a broken foundation.
A critical part of the strategy was addressing technical issues that hindered performance. After fixing crawlability and speed issues, we also cleaned up broken links and ensured the website was fully mobile-friendly. This gave search engines a clean, reliable path through the site — a prerequisite for everything that followed.
We focused on high-intent, product-specific keywords to improve Imara's visibility for relevant search terms. Content was optimised, including the addition of detailed FAQs, product descriptions, and educational articles related to their parts and services. Each piece of content was designed to answer real buyer questions and signal category expertise to search systems.
We employed a white-hat link-building strategy, securing high-quality backlinks from trusted industry sources. This helped strengthen the site's authority and boost rankings — not through volume, but through relevance and credibility. Every link placed was chosen to signal that Imara was a trusted, authoritative resource within their niche.
Jet Leads' tailored SEO strategy delivered across every metric that matters — from rankings and traffic to authority and conversions.
Total ranking keywords increased by 96%, with a strong share of these in the top 10 — meaning Imara was now showing up in front of buyers who were ready to purchase.
A surge of 135% in organic traffic drove more qualified visitors to the site. This wasn't just more traffic — it was the right traffic, arriving with commercial intent.
Backlink authority increased by 829%, dramatically strengthening the site's domain authority and its ability to rank competitively for high-value terms.
Rankings and traffic are proxies. Conversions are outcomes. By rebuilding search architecture around category clarity and strengthening technical foundations, search systems gained the confidence to recommend Imara to qualified buyers — and those buyers converted.
We knew we had a solid business, but our website wasn't bringing in the right customers. Jet Leads fixed the issues holding us back and improved our rankings, putting us in front of the right buyers. We're now seeing real growth and more qualified traffic.
★★★★★If your business has strong expertise but limited search visibility, the problem is almost certainly structural. We fix that first — then scale the visibility that compounds.
Helping businesses become easier for Google and AI systems to understand, trust and recommend. Structure first. Visibility always.
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